直播助农：乡村振兴和网络扶贫融合发展的农村电商新模式研究
Live Broadcast to Help Farmers: Research on the New Model of Rural E-Commerce Integrated Development of Rural Revitalization and Network Poverty Alleviation

直播助农作为乡村振兴和网络扶贫融合发展的农村电商新模式，利用互联网平台实现了农产品“上行”。本文通过分析直播助农的内涵、现状、挑战，探讨其与乡村振兴战略、网络扶贫行动的契合点，并结合具体案例，研究直播助农的可持续发展路径。研究发现，直播助农有效促进了农产品销售、农民增收，成为发展乡村特色产业的新动能。但仍面临标准化程度低、人才匮乏等挑战。未来应加强直播人才培养、完善供应链管理、强化质量监管、优化利益分配机制等，推动直播助农高质量发展，为乡村振兴贡献新力量。
As a new mode of rural e-commerce integrated development of rural revitalization and network poverty alleviation, live broadcast to help farmers realize the “upward” of agricultural products using the Internet platform. By analyzing the connotation, current situation and challenges of livestreaming agricultural assistance, this paper discusses its compatibility with rural revitalization strategy and online poverty alleviation action, and studies the sustainable development path of livestreaming agricultural assistance combined with specific cases. The study found that live streaming to help farmers effectively promoted the sale of agricultural products and increased farmers’ income, and became a new driving force for the development of rural characteristic industries. However, it still faces challenges such as low standardization and lack of talents. In the future, we should strengthen the training of livestreaming talents, improve supply chain management, strengthen quality supervision, optimize the benefit distribution mechanism, etc., promote the high-quality development of livestreaming to help farmers, and contribute new forces to rural revitalization.